Markenaufbau Und Markenmanagement Im Internet
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Markenaufbau Und Markenmanagement Im Internet
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Author : Lutz Wiechert
language : de
Publisher:
Release Date : 2001
Markenaufbau Und Markenmanagement Im Internet written by Lutz Wiechert and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with categories.
Internet Branding
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Author : Claudia Fantapie Altobelli
language : de
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2018-02-05
Internet Branding written by Claudia Fantapie Altobelli and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-05 with Architecture categories.
Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media
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Author : Amelie Lorenzen
language : en
Publisher: GRIN Verlag
Release Date : 2013-01-09
Digital Branding A Phenomenon Empowered By The Internet And The Rising Importance Of Social Media written by Amelie Lorenzen and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-09 with Business & Economics categories.
Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 9,2, Maastricht University (University College Maastricht), language: English, abstract: The Internet has revolutionized the world in many ways. Recently, it seems that both people and organizations have gone all digital. This paper shall give an explanation of Reitkopf’s statement on marketing by investigating to what extent the Internet has affected the world of corporate branding and elaborating on advantages and pitfalls of this medium. Arguably, digital branding can be a highly valuable online marketing tool if, and only if, an organization wins the challenge to understand its customers, to successfully establish a positive customer-brand relationship, and to have a comparative advantage over its online competitors. The structure of this paper his threefold. In the first part, it will derive implications of the Internet and social media on branding in general by elucidating advantages and disadvantages of the digital world. Secondly, the essay will focus on a specific aspect of the so-called I-branding (Simmons,2007), namely co-creation of brands. Lastly, a case study of the sports brand Nike will further clarify the meaning of I-branding and will provide examples for the advantages and disadvantages mentioned in the first part.
Branding Com
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Author : Deborah Kania
language : en
Publisher: McGraw-Hill Companies
Release Date : 2001
Branding Com written by Deborah Kania and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
Kania explores the basics of online brand marketing and shows how to plan and execute a successful online branding strategy. This will develop a "next generation media mix" to leverage both online and offline marketing media in promoting a brand. 25 illustrations.
E Branding
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Author : Sergio Zyman
language : de
Publisher: Springer-Verlag
Release Date : 2013-07-02
E Branding written by Sergio Zyman and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-02 with Business & Economics categories.
Neue Technologie benötigt kein neues Marketing. Auch online bedarf es stringenter Methode und Disziplin, um das Branding zu vertiefen. Am Ende des Massen-Marketing geben der bekannte Marketing-Guru und sein Co-Autor wertvolle Anregungen für die individuelle Kundenbindung. Ein Leitfaden für alle, die ihren Geschäftserfolg online nachhaltig verbessern wollen.
Online Brand Communities
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Author : Francisco J. Martínez-López
language : en
Publisher: Springer
Release Date : 2015-12-11
Online Brand Communities written by Francisco J. Martínez-López and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-11 with Business & Economics categories.
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
The 11 Immutable Laws Of Internet Branding
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Author : Al Ries
language : en
Publisher: HarperCollins
Release Date : 2000
The 11 Immutable Laws Of Internet Branding written by Al Ries and has been published by HarperCollins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
Using examples and anecdotes from their own consulting business, Al and Laura Ries demonstrate how Internet branding really works, who can benefit most from it, and where traditional marketing can still fit in.
Branding Thedigitalage
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Author : H. Meyers
language : en
Publisher: Springer
Release Date : 2001-09-14
Branding Thedigitalage written by H. Meyers and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-09-14 with Business & Economics categories.
Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.
A New Theory Of Branding For The Online Environment
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Author : Volker Schmid
language : en
Publisher: GRIN Verlag
Release Date : 2011-05
A New Theory Of Branding For The Online Environment written by Volker Schmid and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05 with categories.
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), 28 entries in the bibliography, language: English, abstract: "According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand's essence". The aim of this paper is to conclude whether brands in a mortal and bricks environment are different from brands in a 'click' environment, and therefore, if a new theory of branding is required. De Chernatony (2000) believes that a "brand is a brand regardless of its environment", which he substantiates by analysing the assumptions about migrating brands to the Internet, and the impact of online communities. In order to test De Chernatony's idea, it is necessary to define and understand a 'brand', its components and functions. For the consumer, a brand provides orientation in the 'product jungle', and facilitates the identification of a specific product among competitive ones. Furthermore, it lowers the purchasing risk, as the customer can trust the functional and emotional quality of the brand (Biel, 2000). Lasty, a brand allows the customer to transfer the brand image to himself. Bugdahl (1998) describes this as a personalisation function or 'snob syndrome', for example, a BMW owner has the physical and emotional experience of "being sporty and having friends" (Herrmann, 2000). Understanding the meaning of a brand, its components and functions, the following section discusses if the essence of a brand changes in an online environment.
Use Of Internet As A Brand Building Tool
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Author : Richards Macdonald
language : en
Publisher: GRIN Verlag
Release Date : 2013-04-22
Use Of Internet As A Brand Building Tool written by Richards Macdonald and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-22 with Computers categories.
Seminar paper from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: A, The University of Chicago, language: English, abstract: The emergence of the Internet has provided a powerful marketing medium for all businesses, whether big or small, new or old. It has enabled all types of businesses to promote their brands easily. The Internet explosion in the past few years has changed the entire business processes and outlined the future business operations. The changes are visible in almost all business operations, and they have initiated rethinking of supply chain networks, reconfiguration of products and services or revamping of business models. The most significant change has been noticed in the promotional activities and in the use of the Internet as a brand building tool. The Internet has offered new opportunities, making traditional business practices outdated. It provided the opportunity to reach a wide range of audience and create never-before possible propositions. It also provided a new tool for promoting business, interacting with people and building relationships. It has also empowered customers with information and many options, and has changed the fundamental concepts of interaction between companies and customers. These tremendous changes in customer relationships, customer service and branding require new strategies and tools for brand building. The Internet has enabled new entrepreneurs to create new and strong brands, thus leaving established brands behind. Internet companies like Amazon.com, Yahoo!, eBay, and America Online (AOL) have established strong brands in a short span of time, whereas the traditional companies have taken decades for the same. Figure 1 below exhibits the time taken in years by the Internet companies in reaching $100 million mark.